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» Products & Services » » New Product Development » Early stage commercialization

Early Stage Product Commercialization: Summary and Lessons Learned

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ID: 4312

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Words: 4,608

Published: Pre-2019

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Since the percentage of successful compounds is so small and the development cycle so long, leading pharmaceutical companies strive to allocate resources to compounds with the greatest potential market value, and they begin investing marketing dollars in those drugs early in the development process. The challenge before leading global pharmaceutical companies is to accelerate the evolution from ad-hoc early-stage product commercialization to an integrated function that brings ongoing market insights to the new-product development and portfolio management process. Companies that effectively develop this organizational capability to improve early-stage decision-making and enhance product design using commercial insights will gain an overall competitive advantage in the marketplace. This 17-page document discusses key findings from benchmarking research with 11 leading companies--10 of them in the pharmaceutical industry. The document also includes a section on top lessons learned in early-stage commercialization at each of the benchmarked companies.

Industries Profiled:
Biotech; Health Care; Pharmaceutical; Diagnostic; Manufacturing; Consumer Products; Medical Device; Automobile


Companies Profiled:
Allergan; Abbott; Bayer; Bristol-Myers Squibb; Boehringer-Ingelheim; Eli Lilly and Company; GlaxoSmithKline; General Motors; Johnson & Johnson; Novartis; Pfizer

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